The ultimate watch enthusiast’s bucket list: 10 must-visit manufactures and museums

Nestled in the Vallée de Joux, a region synonymous with Swiss haute horlogerie, the Audemars Piguet Musée Atelier is as much an architectural marvel as it is a horological treasure trove. Designed by the Bjarke Ingels Group, its spiral-shaped glass pavilion emerges from the landscape, seamlessly blending into its surroundings—a perfect reflection of AP’s philosophy of tradition meeting innovation. Inside, a curated collection of some 300 timepieces traces the brand’s transformation from its farmhouse beginnings to a pioneer of modern watchmaking. The tour extends into working ateliers, where visitors witness master watchmakers meticulously assembling some of the world’s most complex movements.

In celebration of its 150th anniversary this year, the museum has introduced the House of Wonders exhibition, which invites the public to explore the brand’s rich history through the lens of those who shaped it with passion and craftsmanship. This engaging display, running until the end of 2026, appeals to both watch enthusiasts and novices alike.

A visit to the Musée Atelier is sure to captivate everyone, regardless of their affinity for watches. The museum offers a variety of interactive elements that cater to visitors of all ages, including masterclasses designed for both children and adults. 

Tatler Tip: Stay at the nearby Hôtel des Horlogers, designed by the same architects, for a fully immersive AP experience.

Musée Atelier Audemars Piguet
Address: Route de France 18
1348 Le Brassus
Switzerland

Known as “the watchmaker’s watchmaker,” Jaeger-LeCoultre has supplied movements to some of the world’s most prestigious brands, all while perfecting its own masterpieces like the Reverso and the Atmos clock. A visit to the Le Sentier manufacture reveals an astonishing range of expertise under one roof—from research labs to the famed Métiers Rares atelier, where artisans bring dials to life through enamelling, engraving, and gem-setting.

For those eager to go beyond observation, the Discovery Workshop allows guests to try their hand at assembling a mechanical movement—offering a rare, hands-on appreciation of the brand’s technical prowess.

Tatler Tip: If you’re visiting in winter, extend your stay to enjoy the serene, snow-covered landscapes of the breathtaking Vallée de Joux.

Manufacture Jaeger-LeCoultre 
Address: Rue de la Golisse 8, 1247 Le Sentier, Switzerland

A charming house that seems to have emerged from a fairytale stands on the outskirts of Carouge village, its half-timbered façade and rustic stonework offering a delightful contrast to the avant-garde activities within. This century-old Heimatstil villa, which won an architectural prize in 1908, is now know as the M.A.D. House and serves as the creative headquarters for one of haute horlogerie’s most imaginative enterprises: MB&F.

Every second Friday of the month, visitors can explore the M.A.D. House and the ateliers and offices in action. Other highlights include a carefully curated collection of artifacts from MB&F’s creative universe, featuring a mesmerising wind sculpture by Anthony Howe that beautifully blurs the lines between timekeeping and contemporary art.

Tatler Tip: Make a stop at the MB&F M.A.D.Gallery, just a 15 min drive away, to immerse yourself in a captivating world of kinetic sculptures, mechanical art, and MB&F’s futuristic timepieces.

MB&F M.A.D. House
Address: Route de Drize 2 CH-1227 Carouge, Switzerland

With its roots tracing back to 1868, IWC Schaffhausen blends Swiss craftsmanship with a distinctly German engineering ethos. The museum, housed in the brand’s original headquarters, explores IWC’s journey from a small operation founded by American watchmaker Florentine Ariosto Jones to a global force in precision watchmaking. The exhibition begins with an exciting journey through the history of IWC, showcasing the evolution from the first Jones calibers to beautifully decorated pocket watches and the introduction of the first wristwatches. Notable highlights include remarkable watchmaking masterpieces such as the Da Vinci Perpetual Calendar—the first watch featuring the legendary perpetual calendar by renowned watchmaker Kurt Klaus—and the Portugieser Minute Repeater, which boasts the world’s smallest orchestra.

Among the more than 230 carefully selected exhibits is the “Il Destriero Scafusia,” which was, at the time, the most complicated wristwatch in the world, launched to mark the 125th anniversary of the watchmaker. The museum also features the evolution of pilot’s watches, from early military-issued timepieces to modern Top Gun editions. For those unable to visit in person, IWC’s innovative Cyberloupe technology offers virtual tours, providing remote enthusiasts with a watchmaker’s magnified perspective in real time.

Tatler Tip: Plan your visit on a Saturday for the opportunity to observe a watchmaker at work and ask them questions.

IWC Schaffhausen Museum
Address: Baumgartenstrasse 15
CH-8201 Schaffhausen
Switzerland

Tucked within the prestigious La Cité du Temps campus, designed by acclaimed Japanese architect Shigeru Ban, the Omega Museum is a stunning fusion of architectural brilliance and horological heritage. As the first Swiss institution solely dedicated to a single watchmaker, it narrates the captivating story of this global brand through immersive films, engaging showcases, and delightful interactive experiences.

At the heart of the museum lies its most striking feature—a magnificent 50-meter steel bracelet adorned with 64 windows. This elegant structure is not only a visual treat but also guides visitors through Omega’s remarkable evolution, from its founder Louis Brandt’s modest 1848 workshop to its esteemed position at the pinnacle of precision engineering.

With a world map displaying digital time zones and an immersive 360-degree theatre, guests can also embark on a captivating journey through humanity’s relentless pursuit of timekeeping accuracy. Engaging interactive installations highlight Omega’s Olympic timing technologies and celebrate the Speedmaster’s legendary status as the first watch worn on the Moon, revealing the profound influence of this iconic brand on horology and the broader cultural landscape. 

Tatler Tip: Visit in late spring or summer to combine your trip with a scenic Lake Biel excursion.

Address: Omega Museum
Cité du Temps SA
Nicolas G. Hayek Strasse 2
2502 Biel/Bienne
Switzerland

Established in 2002, the Panerai Manufacture in Neuchâtel is where the brand’s illustrious Italian history converges with modern Swiss craftsmanship. Spanning over 10,000 square metres, the building embodies a commitment to sustainability, designed with a zero-fossil policy that includes 36 geothermic sensors and a heat pump for efficient climate control. Rainwater is collected in a 150,000-liter tank to nourish the gardens, while all electrical energy consumed—totaling 1.8 GWh per year—is sourced entirely from hydroelectric power.

This architectural marvel serves as a vibrant hub housing over 250 skilled professionals from diverse backgrounds and specialising in more than 50 métiers. Step inside this high-tech facility and see how Panerai’s renowned Radiomir and Luminor timepieces combine Swiss mechanics with bold Italian aesthetics. The brand’s innovative use of materials—like Carbotech and Bronzo—makes this a truly fascinating visit.

Tatler Tip: Look out for interactive exhibits showcasing Panerai’s history with the Italian Navy.

Address: Panerai Manufacture
Rte de Pierre-à-Bot 87, 2000 Neuchâtel, Switzerland

Housed in the former German School of Watchmaking established in 1878, the German Watch Museum Glashütte showcases the evolution of watchmaking from the 19th century to today, featuring timepieces from renowned brands like A. Lange & Söhne and Glashütte Original.

Currently, the museum is hosting the special exhibition The Time is Female, until May 4, 2025. This exhibition highlights ladies’ watches and the role of women in horology, addressing questions such as what defines a ladies’ watch and the influence of women on timekeeping and craftsmanship. Visitors will learn about notable figures like Eva Fitkau, one of the few female students at the school, and Ruth Belville, known as the "Greenwich Time Lady."

Tatler Tip: Check the museum’s schedule for workshops and events such as antique watch markets.

Address: German Watch Museum Glashütte
Schillerstr. 3a, 01768 Glashütte/Saxony 

It’s no wonder why Grand Seiko has made a name for itself for producing some of the most breathtaking nature-inspired dials when its manufacture is nestled within the depths of a lush forest, framed by the majestic Iwate Mountains of northern Japan. Here, at the Grand Seiko Studio Shizukuishi, the artistry of mechanical timepieces comes to life in an environment that seamlessly merges craftsmanship with the natural world. 

Designed by the esteemed architect Kengo Kuma, the studio’s open layout fosters an atmosphere of creativity and precision, allowing watchmakers to hone their skills in a space that reflects the beauty surrounding them. Within these serene walls is where all the Grand Seiko 9S mechanical movements and watches are produced, and artisans employ the revered Zaratsu polishing technique, achieving mirror-like reflections on watch cases that exemplify Japan’s philosophy of beauty in simplicity. 

Tatler Tip: Plan your visit during autumn to experience the breathtaking red and gold foliage that serves as inspiration for Grand Seiko’s seasonal dial designs.

Address: Grand Seiko Studio Shizukuish
61-1 Itabashi, Shizukuishi, Iwate District, Iwate 020-0502, Japan

The Seiko Museum Ginza, located in Tokyo, offers a fascinating journey through the history of Seiko and the evolution of timekeeping. The museum reopened in 2020 to mark the 160th anniversary of the company’s founder, and spans six floors housing approximately 500 exhibits, ranging from early timekeeping devices like sundials to Seiko’s groundbreaking innovations in watchmaking, including sports timing equipment and traditional Japanese clocks. One of its most intriguing exhibits is a collection of earthquake-resistant timepieces, reflecting Seiko’s commitment to functional innovation in a region prone to seismic activity. For those unable to visit in person, a 360-degree virtual tour is available online.

Tatler Tip: Stop by the Seiko Boutique Ginza afterward for limited-edition Japan-exclusive models.

Address: The Seiko Museum Ginza
4-3-13 Ginza, Chuo-ku, Tokyo 104-0061

NOW READ

Vacheron Constantin celebrates 270 years of excellence with the Historiques 222 in stainless steel

L’Epée 1839’s Arnaud Nicolas on revolutionising luxury timekeeping

Cherry blossom season is here: 8 popular spots to visit in Osaka